Why Brand-Creator Partnerships Are Prioritizing Expertise and Diversity Over Fame 

Celebrity is hardly the foundation of the most effective marketing partnerships

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The practice of brands tapping online content creators to boost their reach and forge relationships with customers famously took off with celebrities. When the average shopper thinks of influencers, they likely still picture a reality TV star making millions to flash a handbag for a second in an otherwise brand-agnostic video. 

But the focus of brand-creator partnerships is shifting. Research by Influencer Intelligence revealed that just 15% of more than 1,400 global marketing professionals had worked with celebrities in the past year, while 22% had collaborated with “authoritatives,” or creators



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